iWorld
OG Media 360 acquires Times of Business to boost digital reach
NEW DELHI: OG Media 360 has snapped up Times of Business, the popular Instagram-first business news community, in a move that nudges the agency closer to its ambition of building India’s most influential digital-first business media network.
The acquisition folds Times of Business into OG Media 360’s growing Doc Media Universe, which already houses StartupByDoc, BusinessByDoc and Startup IndiaStories. Together, they aim to create a lively mix of business updates, startup stories and market insights tailored for today’s fast-scrolling audience.
Times of Business has earned a loyal base of founders, professionals and curious learners through bite-sized explainers and real-time business coverage. With this deal, OG Media 360 plans to push the brand into a wider multi-platform play across LinkedIn, YouTube Shorts and X. The roadmap also includes daily video explainers on finance, markets and startup trends, interview series with founders and industry voices and TOB Insiders, a premium community for business followers.
OG Media 360 founder and CEO Ankit Chowdhary, said the acquisition strengthens the company’s vision of building India’s strongest social-first business media network. He noted that Times of Business brings speed, relevance and audience trust, all of which fit seamlessly into the Doc ecosystem.
Co-founder Shivangi Chaudhary added that every IP within the network carries its own flavour and Times of Business is a natural extension that enriches their digital universe. She said the move will help craft deeper, more meaningful content experiences.
Times of Business team’s Anand Prajapati called the acquisition a milestone that opens new lanes for growth. He said OG Media 360’s ecosystem and distribution power would help the platform scale faster and bring more value to its community.
With an aggressive expansion plan in place, OG Media 360 is steering Times of Business toward becoming a digital content powerhouse designed for the next generation of business storytelling.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
